For more than 30 years, consumer waiting times have been analyzed in different contexts and situations. Tourism services are notably vulnerable contexts for long wait times, particularly at theme parks (Gnoth et al., 2006). As attendance increases in some of the major theme parks around the world (Heo & Lee, 2009; Milman, 2010), the problem of long queues for rides is ever-present and becoming increasingly urgent (Martin, 2013; Nip, 2014).